The paper explores the role of reputation in consumer relationship management and their mutual connection. It starts with the overview of theoretical point of view and the construct of reputation showing its importance. Without dilemma, reputation is a relevant subject, which draw a lot of attention in the businees world and academic community in the past few years. Even if we are talking about a small business or big, multinational company – this intangible resource has a huge role in today's surrounding which is characterized by more and more expectation of all interest groups and consumers, one of the most relevant participants in organization. On the competitive and variable market, strong corporate reputation brings great values to the organization, makes all interest groups strong, suggests better value of the products or services to consumers, also attracts investors and sometimes can even indirectly increase financial results. That being said, organizations are trying to reach their public through all channels, using public relations and marketing as their most important communication tools.